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How the iPhone 6 will impact marketers

The long-anticipated iPhone 6 was unveiled yesterday and it comes with Apple’s first ever wearable device, the Apple Watch.

The latest model comes with two versions – iPhone 6 and iPhone 6 Plus, featuring a much larger screens than its predecessors – 4.7-inch for iPhone 6 and 5.5-inch for iPhone 6 Plus.

Despite the design overhaul, some of the new installed components in the iPhone 6 family may make an impact on marketers and advertisers.

Biggest iPhone screen ever

“The big screen is significant in advertising,” said Kevin Huang, CEO of Pixel Media.

“Increasing consumers are watching videos on mobile phone these days. The larger screen would definitely drive multi-media consumption, in particular to video format in Hong Kong. A lot of my friends have migrated to Samsung Galaxy just for a bigger screen for watching videos.”

Indeed, providing bigger optimal viewing experience on mobile devices is inevitably every mobile provider is pursuing in order to stay competitive.

But it’s nothing new in the market since Samsung took the wraps off a 6.3 inch screen last year.

The screen of Apple’s biggest iPhone is a catch up to Samsung, but “not revolutionary”, Huang believes.

Optimized software, however, seems to be a bigger drive for mobile consumption.

Along with the bigger screen is a bigger battery served also as a driving force to enhance mobile consumption, in addition to the introduction of one-handed mode in iOS 8.

For Alvin Li, creative director at Pixo Punch, the bigger screen doesn’t come as a surprise.

“Even though developers may have to come up with more adaptations to the new 1920 x 1080 pixel resolution on iPhone6, but it should be not be difficult as most websites have adopted responsive layout,” said Li.

Secured NFC technology

Apple has finally included NFC in its Apple Pay product, which allows consumers to pay with a swipe of their mobile phones via credit card information storage.

NFC technology is a radio communication solution to connect with other systems that obtained a same chip. Again, it is not new to the mobile market. But the NFC-enabled iPhone 6 family has pushed the boundary further with finger print security system.

“The embedded credit card storage shortened purchase process. Now users can do purchases through two simple steps – a swipe of their phones and figure print identification,” said Alvin Li, creative director at Pixo Punch.

“It definitely facilitates the growth of e-commerce,” he said.

“Also, this technology fuels integration in the market as developers no longer need to manufacture two versions for campaigns every time in catering to Android and iOS separately,” he added.

Yet, the NFC system is only valid to US credit card so far. The effectiveness of the system in the local market, however, remains unclear to Huang.

“I don’t see the different between the new NFC system and the well-developed Octopus card.

“It certainly accelerates the buying process online but I doubt if it would have a big impact to the offline space while locals are already so familiar with Octopus card,” he said.

Entering the wearable market with Apple Watch

With limited success from Samsung Gear and Motorola’s Moto 360, Apple’s attempt to enter the wearable market seems to be a bold venture.

“The Apple Watch is not a new idea. It’s more or less the same as other smartwatches, which have always had limitations on the interface,” said Li.

“What’s commendable is the optimized navigation system, and a new scanner to detect distance, which facilitate location-based advertising.”

What widely considered as just an alternative media channel for ads, requires extra considerations than marketing on other channels, Huang suggests.

“To wearable devices, marketers have to be very careful as to the relativity and frequency of ads.”

“They are personal devices after all. It is important to moderate the amount of ads to avoid being intrusive,” he added.

Jason Chiu, owner and CEO of Cherrypicks, said: “The iPhone 6 family has opened up a lot of opportunities for Apple’s ecosystem as well as non Apple’s.

“Era for wearable and eWallet is formally accelerating to become part of out daily life.”

Wearable technology has reached a tipping point, he said.

“Many smart-wearables, including those current ones, may fail until the right form factor, feature and UX meet with user habits. Smartphone did not catch on until iPhone came out.

“I think the tidal wave of wearables will eventually become an indispensible part of our daily life.”

Convenience is power, he believes.

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